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BTL
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BTL (from English below the line) — term BTL unites promo-actions, direct mail, exhibitions, POS and many other things.
In the western business under BTL people mean the advertising technology which uses less intensive convincing methods, than traditional advertising (ATL). BTL carries direct marketing, public relations (PR) and stimulation of sale (sales promotion). Usually BTL is focused on direct communications - often with use of target consumers list (for example, by means of direct post dispatch and an e-mail) in order to maximize response percent. Term BTL in the west goes out of use nowadays, as on replacement to it the approach of the Integrated marketing communications has come.
It is considered that ATL and BTL terms have arisen when one top-manager of the big manufacture of consumer goods company has forgotten to include mass free distribution of the goods when was drawing up the marketing cost estimation . Line under the estimation has been already brought, therefore additional articles of expenses has entered below the line.
The greatest part of the budget in advertising often concerns ATL, as cost of a broadcasting time; the areas (or its equivalents) is very high. Though, the general rule is not true, for example, for luxury goods.
BTL includes stimulation of sale among trading intermediaries, stimulation of sale among consumers, direct marketing, special events, POS-materials, mystery shopping.
